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We headed to the second annual Head In The Clouds Festival in Los Angeles, California, to not only check out the best names in Asian talent but to get a different feel for the one-of-a-kind festival. Deemed the "Asian Coachella," hybrid management, record label, video production, and marketing company 88rising is bringing Asian music and voices into the mainstream.  

With trailblazing acts like Joji, Rich Brian, NIKI, iKON, and more making headlines both at the festival and around the world, we decided to ask festival-goers exactly what it is about 88rising and the Head In The Clouds festival that they love so much... well, 88 reasons to be exact.

The annual celebration of Asian music and food, shoutout to 626 Night Market, gave us more than just 88 new reasons to love 88rising. Head In The Clouds Festival also helped satiate our hunger for the collective's highly-anticipated follow-up crew album Head In The Clouds II. For more on 88rising and Head In The Clouds II, check out our review of the forthcoming's album lead single, which sees NIKI delivering on the promise of an eternal hot girl summer.